Geller launches Brazilian sourcing firm
By Powell Slaughter -- Furniture Today, July 26, 2004
Greensboro, N.C. — Larry Geller, a veteran furniture sales representative and retailer in Brazil, has formed Brazil Furniture Co. to develop sourcing programs there for U.S. manufacturers/distributors and high-volume retailers.
Geller has 33 years of importing and exporting experience in Brazil, the past 12 in the furniture industry. He and his wife, Valeria Santolim, have represented such companies as Hooker and Berkline, and own a furniture store in Florianopolis, Brazil.
In June, Geller moved to Greensboro and began visiting potential U.S. clients. By October market, he hopes to have an office and showroom in High Point.
"I'm talking to factories here, and in private conversations I'm giving names of source plants," he said. Geller declined to identify the Brazilian factories he's working with, but said he has seven to 10 wood plants interested.
"These factories are shipping north of 300 containers a month, and a number of the companies already have business in the United States," he said. "They'll continue to deal with existing customers while I'll work to develop new business. I'm also representing Brasmonaco, a large South American wood supplier, with wood available rough cut, cut to size, or semi-finished."
To start, Brazil Furniture will focus on three areas: high-end wood furniture with American finishes, midpriced goods, mostly in pine, and flat-line product for the mass market.
Geller's partner in Florianopolis, Moises Lanius, has a background in production of leather goods. "We're very interested in developing leather upholstery and furniture with leather accents," Geller said.
The combination of increased U.S. interest in Brazilian sourcing and the growing importance of exports to the Brazilian economy make him optimistic about Brazil Furniture's potential.
"The economic situation in Brazil is the worst I've ever seen in more than 30 years of living there," he said. "The only thing not high is inflation.... The government says exports are at an all-time high. True, but it's mostly exports of raw materials and foodstuffs. What's lacking ... is manufactured goods."
Geller worked with Brazilian shoe manufacturers for more than 20 years to develop exports, and saw their shipments mushroom from $3 million in 1970 to $2 billion in 1993.
"Because of the mentality of the Brazilian furniture manufacturers, which is far more advanced than was the shoe manufacturers, there's a tremendous opportunity to increase (furniture exports) 10-fold," he said. "I intend to be an integral part of that growth."
